UNCOMMON

DIGITAL AND PRINT CRM CAMPAIGN

To get current owners excited about trading-in for a new Land Rover when the time came, we created The Uncommon Owner in Market Program: a personalized rolling communication campaign which connected with them emotionally, then rationally, and finally transactionally.

Knowing that from consideration to purchase, the typical automotive shopper’s journey lasts 3 months, we used a predictive data model to pinpoint where our 100,000-plus owners were along the spectrum and targeted them accordingly, that is, across the 90 days, the individual communication themes evolved with them along the journey.

Based on data that’s continually being optimized, we’ve already seen response rates as high as 31% for just the first deployment wave.